Click Logo to Visit

Spring Air: A Unified National Company Emerges to Offer

"Quality, Service and Value to Mattress Retailers"

 

Reported By: Dale T. Read, Editor-in-Chief

 

In a year when there have been a number of big news stories in the mattress/bedding field, it can be argued that The Spring Air merger and total re-organization at the national level to create “One Company” could rank as the number one story to date in 2007. Some may argue that from the industry viewpoint the July 1st introduction and enforcement of the Federal FR Open Flame Standard 16 CFR Part 1633 will have a direct impact on every bedding retailer and manufacturer, as well as FR suppliers all across the country. Also a significant specialty sleep products acquisition by another “S” brand and the complete senior management re-organization and new corporate headquarters for a top ten licensee are big stories. All of these stories are significant for the mattress industry and retailers selling both innerspring and specialty sleep mattresses. However the Spring Air story stands out because it is about a company that is changing nearly everything from a licensee culture to a single company culture employing 1,150 employees in 14 U.S. locations (13 plants and the corporate headquarters), from a company with a marketing focus that competed for market share against the other Big “S” brands and Tempur-Pedic at all price points to a company with its own distinct three-part product and pricing message of “Quality”, “Service” and “Value” for retailers and consumers alike.

 

In a recent interview, Chief Executive Officer Bob Hellyer noted that the merger of all the U.S. licensees but three (Michigan, North Carolina and South Carolina) solidifies Spring Air’s position as, “the leading VALUE “S” brand on every retail floor.” At the time of the merger, Hellyer stated, “This is an exciting time for all of Spring Air’s customers, employees, and suppliers. As one company, led by an experienced management team with a common vision, Spring Air can deliver better quality, service and exceptional value to all it customers. The objective of the new Spring Air is to harness the research and development, sales and marketing prowess, and operational excellence to solidify the brand’s position as the industry’s leading value mattress brand on every retail floor.”

 

Hellyer openly shared with the trade press that he believes that the licensee model for the mattress industry is a dated model. With the emergence of large regional or national retailers, as well as bedding and specialty bedding chains, a manufacturer needs to be able to offer consistent quality, service and value standards across all of its company factories and shipping points. Hellyer noted that a licensee company is only as good as its weakest link, a local plant that may be having quality materials problems, service or shipping difficulties. Spring Air can now offer a range of products with consistent, company-wide quality, service and value. Instead of 14 independent plants with over thousands of different SKU’s, Spring Air will now be able to offer a unified, nationally merchandized line that is consistent region to region across the country.

 

Hellyer informed BEDROOM Magazine that he saw these changes as a sea change, one that allows the Spring Air team to re-invent the conventional innerspring mattress category, and he threw out a large challenge to Executive Vice President of Sales Kevin Damewood and his sales and marketing team stating that the company could double in size over the next few years. Damewood noted that one way this would be achieved is through significant promotion of Back Supporter® conventional innerspring mattresses in the $499, $599 and $699 pricing categories. Damewood noted that the company would focus on “who we are,” and that there is “no intention to reduce the feet on the street.” In fact Damewood suggested that with expansion and growth of quality- made, value innerspring products Spring Air may even put “new feet on the street” meaning expanded service and outreach to retailers carrying the Spring Air line.

 

Expanding on their bold and forthright positioning Bob Hellyer further explained that with their focus on high value $499 to $1099 mattresses, “Spring Air will not be chasing Tempur-Pedic. We will offer conspicuous quality and value in the $500 to $1100 range. Spring Air will continue to offer its luxury Chattam and Wells line as well as its Nature’s Rest latex line, selling at premium price points. However the focus for the company will be a unified mission, a rifle shot approach to provide the best quality, service and value to retailers and consumers across America.”

 

The Back Supporter Champion . . . Already A Success!

As of press time, Spring Air was able to

report that the new value beds, the Back Supporter® Champion with new Activ-Coil™ innerspring technology selling from $499 to $699 had been extremely well received and had been placed in over 300 stores nation-wide. This new Activ-Coil innerspring technology features coils that instantly respond to weight allowing correct spinal alignment. Zoned innerspring coils are placed closer together in the center third of the mattress, providing support for the sleeper’s hips and lumbar region.

 

Founded in 1926, The Spring Air Company is one of the world’s largest mattress manufacturing and distribution companies. Its well-known consumer brands include: Sleep Rite, Back Supporter, Nature’s Rest, Four Seasons and Chattam & Wells.

 

For more information, call (847) 439-4399,

visit www.springair.com

or email comfort@springair.com